Public quality labels: should stores' own brand names be feared?

Public quality labels are used to point out specific market segmentations: land, Bio, and taste quality. Their success in the retail industry prompts stores to use them as part of their own brand range. The food-processing industries fear that producing them as stores’ own brands could run down their image. This paper shows, by analysing 6 products, that the supermarkets strategy is not to undercut the official quality brand names.